How do you advertise a ring?
- Give Something Away. One idea to market engagement rings is to give one away to a deserving couple.
- Create an “Experience” Another marketing idea for engagement rings is to create a shopping “experience” for love-struck customers.
- Use the Internet.
- Go Second-Hand.
- Go for Three.
Who marketed the diamond?
De Beers
This marketing campaign worked extremely well, as you can see in De Beers’ numbers. Between 1939 and 1979, their wholesale diamond sales in the United States alone increased from $23 million to $2.1 billion! It led their advertising budget to increase from $200,000 to $10 million a year. Money well spent, for De Beers.
How did diamond rings become popular?
In fact, diamond engagement rings didn’t become popular until 1947 when De Beers, the British company that mined diamonds in South Africa, launched an advertising campaign. With the help of Hollywood stars and the slogan, “A diamond is forever,” diamond engagement rings skyrocketed in popularity.
What slogan is a diamond is forever?
That all changed when the jewelry retailer De Beers and the shrewd creatives at N.W. Ayer & Son unveiled the brilliant “A Diamond Is Forever” campaign. The tagline forever changed public attitudes about diamonds being reserved only for the rich.
Do diamond rings hold their value?
“Diamonds have and retain a market value that is either consistent or increases over time,” said jeweler and diamond expert Dan Moran of Concierge Diamonds Inc. “A diamond retains its value because there is a finite supply,” he said. “The basic laws of supply and demand maintain that as demand increases, value goes up.
Can you sell a ring to a jewelry store?
Jewelers are (typically) well versed in jewelry and have an outlet to re-sell the ring. So, while selling to a jewelry store is typically a safer option than going the private seller route, you most likely will get a lower payout than elsewhere. Pawn shop or gold exchange.
Why are diamonds worthless?
Diamonds are intrinsically worthless: Former De Beers chairman (and billionaire) Nicky Oppenheimer once succinctly explained, “diamonds are intrinsically worthless.” Diamonds aren’t forever: They actually decay, faster than most rocks. Diamonds can bring injury: Yes, the diamond trade creates jobs.
Who decided diamonds are valuable?
Diamond, although discovered first in India in 4th century BC, became a very valuable commodity in the 1800s when European women started wearing it at all important social events. The discovery of diamonds in South Africa in 1870s played a very important role in shaping the diamonds as we see them today.
Why are diamonds used in wedding rings?
Diamond Engagement Rings Today While in earlier times they symbolised ownership, today they are a symbol of mutual commitment and everlasting love. The styles of diamond engagement rings have also evolved, and now there is an endless array of different diamond shapes, cuts and even colours to choose from.
Why diamond is timeless?
Over three billion years old, and nearly as old as the earth itself, a diamond is indestructible and a diamond quite literally is Forever. The eternity of a diamond reflects the eternity of love and a diamond is the ultimate symbol of enduring and everlasting love.
When did the diamond ad campaign come out?
However, the truth behind this nuptials tradition is a cynical marketing ploy, one of the most groundbreaking, elaborate, and successful advertising campaigns ever devised. The grand deception began during the diamond boom of the late 19th century.
When did N W Ayer start selling diamond rings?
In just four years between 1938 and 1941, they reported a 55% increase in U.S. diamond sales. Riding this success, N.W. Ayer began perfecting their marketing strategy in the 1940s. They wanted to convince Americans that marriages without diamonds were incomplete.
When did the first diamond engagement ring come out?
In 1940, only 10% of first time brides were receiving diamond engagement rings, while in 1990 that number skyrocketed to 80%. They were selling the fact that your indestructible love should be symbolized with an indestructible stone, the diamond.
What was the slogan for the De Beers diamond ring?
The gift of a gold ring set with one or several diamond’s that might cost as much as three-month’s salary is seen by many as an essential engagement tradition. The crowning glory however (if you’ll pardon the pun) was the De Beers slogan: “A diamond is forever.”